Kmart, the discount department store, is trying to reposition itself, with the help of real people, personality, fun fashion and a new tag line, “Money can’t buy style.”

“We want to get out the message that we have amazing fashion,” Tara Poseley, senior VP and president of Kmart apparel at Sears Holdings Corp. said regarding the campaign goal. Poseley says the campaign is targeted at “the kind of person who has fun with fashion but isn’t a slave to it. It’s the type of person who doesn’t care about labels, but rather, about expressing his or her own style.”

Using “real people” who are customers of Kmart, the campaign was shot at the Manhattan’s Mark Hotel. The models, including bloggers, chose their own clothing, to show off their true style.

Though this is a long awaited marketing push for Kmart, we’re thinking some of the photos are looking rather American Apparel-esque. We all know where Dov Charney is now…